IN THE SPOTLIGHT: Unpacking the Creator Economy with TikTok

As the creator economy rapidly accelerates toward a projected half-trillion-dollar valuation by 2027¹, its global influence is undeniable – with approximately 50 million creators currently earning their livelihoods from their content. In the MENA region, this burgeoning economy is anticipated to generate $1.5 billion² in economic impact.

Here, Leila Serhan, SVP & Group Country Manager, North Africa, Levant & Pakistan, Visa sits down with Shant Oknayan, Vice President, Global Business Solutions, Asia, Middle East, Africa & Oceania at TikTok to explore the dynamics of the creator economy and how businesses can harness the power of creative content and algorithm-driven insights to reach potential customers in an increasingly digital world.

Their discussion outlines the role of SMBs in using creators to convey authentic narratives, the emergence of 'FinTok' in the financial services sector, and the significant influence of Gen Z in shaping the media landscape. They also highlight how TikTok and Visa are supporting creators through innovative tools and payment solutions, offering valuable perspectives for businesses seeking future growth opportunities.